You’ll remember the debacle of the PwC Consulting/Monday name change from earlier this year. A quick recap: big management consultancy wants to hive itself off from big accountant, gets in Wolff Olins, unveils its new brand as Monday, the media lines up to take the piss, strangely newt-like two-fingered salutes appear on websites, piping hot coffee goes cold, and – after all that – IBM buys PwC Consulting before the name is more than a few weeks old, dropping Monday like dirty laundry.
Just when you thought no good could come of such a sorry saga, public relations group OneMonday has revealed that it reaped a £3.1m windfall on the sale of its name to PwC, giving its pre-tax profits a handy boost.
Oh, and next month, it plans to change its name to Next Fifteen Communications Group. Naming copywriters take note.